Euzhe Innovation – Self-Improvement During the Pandemic
In 2020, the COVID-19 pandemic profoundly impacted all sectors worldwide. From commerce and transportation to daily life, the global economy faced stagnation as the pandemic drastically altered how people interact. As a leader in the traditional building materials and home furnishing industry, Ouzhe Doors and Windows remained committed to internal development despite the slowdown in external business activities. Alongside the planning and construction of a new facility, the existing park and the brand’s 5I system underwent comprehensive upgrades.
This redesign includes a fresh approach to the headquarters exhibition hall and introduces new concepts for the brand identity system, covering concept identification (MI), visual identification (VI), spatial identification (SI), product identification (PI), and behavior identification (BI). Through self-reform and internalization during challenging times, Ouzhe strives to forge a new chapter.
Design Innovation – Diagonal Layout and Creative Laboratory Development
The design and planning of Ouzhe’s headquarters exhibition hall are based on the five core principles of the Five Generation Store strategy: diagonal layout, blurred interfaces, multimedia interactive boxes, openable and closable social spaces, and a designer product area. These elements highlight the brand’s renewed focus on internalization and design innovation.
Building on Ouzhe’s efficient “nine-grid” segmentation design logic, the team introduced a diagonal layout by shifting axes. This approach not only enhances the quality of exhibition space usage but also creates several cozy corners that encourage spontaneous interactions and communication.
Exhibition Hall Space Plan I
Exhibition Hall Space Plan II
By reimagining the spatial layout, many unexpected areas were created, reflecting Ouzhe’s commitment to innovative design. At the center of the exhibition hall sits the Creative Laboratory (Technology Center), a green space resembling a space shuttle descending from the sky. This symbolizes the mission and enterprise image focused on material research, user experience, product upgrades, and enhanced safety.
Diverse Interaction – Crafting a New Brand Image through Space
The exhibition hall entrance employs a diagonal layout combined with a retreat technique to expand the entrance hall space, creating a distinctive image and an upscale, welcoming atmosphere with a triangular floor plan.
Departing from traditional commercial spaces separated by solid partitions, the interior embraces an open and transparent design that fosters social experiences beyond mere display. Flexible spatial interfaces are created through open segmentation, providing various functional zones. This design supports social corners within the exhibition hall for relaxation, conversation, and interaction.
The transitional spaces inside and outside the exhibition hall creatively utilize ultra-wide floor-to-ceiling doors and windows, extending the outdoor scenery into the interior and blurring the boundaries between inside and outside environments.
The facade design combines Ouzhe’s signature colors—sustainable green and aluminum alloy gray—featuring a vertically segmented steel structure with a gray-black palette and green metal tension mesh. This creates a fresh, cohesive brand image.
Project Information
Project Name: Ouzhe Doors and Windows Headquarters Exhibition Hall
Owner: Ouzhe Doors and Windows
Design Team: CHU Studio, Bamboo and Wood Design and Research Studio
Interior Decoration: CHU Studio
Completion Date: 2020
Location: Foshan, Guangdong Province
Project Area: 662 square meters
Lead Designers: Shao Weiyan, Yang Yongxin
Contributing Designers: Wu Xuannian, Wang Yiru
Project Photographer: Lv Bo
Main Materials: Rock slab, cement brick, terrazzo, metal components, matte silver stainless steel, refractory board, marble
Must log in before commenting!
Sign Up